THE APPLICATION OF FINANCIAL TECHNOLOGY (FINTECH) IN ENHANCING CUSTOMER EXPERIENCE AT VIETNAMESE BANKS

The rapid development of Financial Technology (FinTech) has significantly reshaped the global banking industry, offering new opportunities to enhance service quality, operational efficiency, and customer satisfaction. In Vietnam, where digital transformation has accelerated in recent years, commercial banks have increasingly integrated FinTech solutions such as mobile banking applications, e-wallets, digital payments, biometric authentication, and AI-powered customer support. This study employs a qualitative descriptive approach to examine how FinTech applications contribute to improving the customer experience in Vietnamese banks. By synthesizing secondary data from industry reports, regulatory documents, and previous empirical studies, the research highlights several key improvements brought about by FinTech, including faster transaction processing, greater convenience, enhanced personalization, and strengthened security. The findings indicate that FinTech has enabled Vietnamese banks to provide more seamless, user-friendly, and customer-centric digital services, which play a crucial role in increasing customer engagement and loyalty. However, the study also identifies several challenges, including cybersecurity risks, uneven digital literacy among customer groups, and limitations in technological infrastructure across smaller banks. The analysis suggests that while FinTech adoption has made substantial contributions to enhancing customer experience, further investments in innovation, regulatory support, and digital ecosystem development are essential to fully leverage its potential. The study provides meaningful insights for banks, policymakers, and financial technology developers aiming to advance digital banking services in Vietnam.